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A Case Study on Britannia

Article Overview

Introduction

Britannia becomes a bakery manufacturer in India . In 2009, the business enterprise had commenced supplying especially fortified biscuits to small groups of college-going youngsters. The movement presented the organization’s awareness of the substantial national problem of malnutrition and ambition to increase the logo. But, Vinita Bali, lead executive officer, confronted two demanding situations- the way to scale up the manufacture and distribution of social merchandise, and how to expand the social product right into a sustainable commercial enterprise. In order to conquer the difficulties, Bali made several critical policies. The file analyses the foremost plans in finance, marketing, competition, and external surroundings elements .

History of Britannia

Set up in 1892, Britannia became the biggest manufacturer of bakery merchandise in India , with a 28-in step with-cent proportion of the$3- billion Indian biscuits and bread marketplace. The company changed into regarded for launching variants of current and new products to cater to customers. Therefore, product innovation makes Britannia stand out from many competitors. In 2010, the Indian government operated the Center Meal Scheme , presenting a cooked nutrient meal to number one college youngsters, which aimed at combating malnutrition- the most crucial problem in Indian even across worldwide. Britannia joined the policy, presenting especially fortified biscuits to kids and found out the significance of social products. therefore, the organization attempted to scale up the manufacture and distribution of social merchandise and even increase them into a maintained enterprise.

Related Article: Marketing Automation – Control Market Through Machine

Marketing Strategies

The fashion of the Asia-Pacific biscuits marketplace will increase every 12 months. The market grew by 3.9% in 2011 and reached a quantity of 1,934.5 million kg. That is a challenge for Britannia to build a sustainable commercial enterprise in the Indian biscuit market. But, Indians have a huge range of malnutrition. As Gillespie (2003) factors out that India has many manufactures of meals and beverages but pregnant females and children nonetheless are afflicted by malnutrition. This might be regarded as either trouble or a possibility for Britannia’s advertising and marketing approach which did no longer remember sufficient to educate fortified biscuit products and did now not provide sufficient product varieties to Indian customers.

Britannia’s Competition 

Competition in bakery products became fierce in India, not most effectively coming from neighborhood agencies, along with Parle merchandise, ITC, and Surya foods, but also international corporations, including GlaxoSmithKline, Kraft foods as well as PepsiCo. Those global companies together with having extra financial resources additionally have substantially greater advertising and marketing and distribution resources. Competitive advertising and different aggressive motions pursued by these huge corporations, besides progressive products and fee wars by way of countrywide gamers, might make it extra difficult for Britannia to sustain its leadership function.

Problems with Volatility of Raw Materials

The number one substances utilized by Britannia to supply and manufacture its products are wheat, sugar, fat, and oils. On an international and regional foundation, those uncooked substances are at risk of tremendous charge fluctuations due to supply and call for trends, transportation fees, authorities guidelines and price lists, changes in currency exchange prices, rate controls, the monetary weather, and other unpredictable circumstances.

Britannia’s SWOT Analysis

1. strengths-.

It is the only bakery company in India that supplies items to various types of enterprises, allowing them to take home a large percentage of the profits. On the Indian bakery market , Britannia owns a 30 percent share of market share. Because it is used in a wide variety of bread items, including biscuits, rusk, sweets, and dairy products such as milk, cheese, and butter, its shelf visibility is quite high. Their targeted advertising and marketing initiatives resulted in a high level of word-of-mouth and TOMA attention. Founded in 1892 in a tiny home in Calcutta (now Kolkata), Britannia has been serving Indian markets for the past 128 years. In the British Raj, Britannia cookies were made for British officers and their families, who indulged in excessive tea-time eating in England. Throughout the years, Britannia biscuits have been enjoyed by Indian customers. Britannia is India’s largest food company, generating more than Rs. 6000 cr in revenue and serving more than half of the country’s population through 3.5 million stores. Net income from the internet is 1660 million US dollars. Britannia has a total of 4480 employees. It offers a wide range of items for different economic levels, including tiger cookies, Milk Bikis, top day, whiskey, tiny hearts, crackers, and nutria choice. With such a large number of SKUs on the market and a massive distribution network, Britannia has reached every corner of the globe. As well as biscuits, bread, coffee, roast and a variety of dairy devices, including milk, yogurt, and specially made dairy-based beverages, Britannia offers a variety of delicious and balanced alternatives.

2. Weaknesses-

Britannia is overly dependent on the biscuit industry, which is responsible for 75 percent of its income. Because they are also market leaders but are also overly dependent, their long-term commercial business life might be harmed as a consequence of this. Since Bourbon & Britannia became commodities, Parle introduced “Parle Bourbon” biscuits. However, if it’s utilized in the same way by various organizations, it might lead to client confusion and a loss of revenue. Except for India, Britannia has subsidiaries in Dubai and Oman. But the items’ total exports are a lot less than their real export capacity. The dairy business is suffering, contributing just 5% of the firm’s total revenues.

3. Opportunities-

Growing market share and repositioning in the dairy sector may be achieved with the use of organoleptic (taste, flavor, and color) dairy products. The market for healthy food products is influenced by changing lifestyles, fitness education, and rising disposable incomes. It will be possible for the organization to become a worldwide leader in food goods if it expands its operations to other global markets .

4. Threats-

Britannia will find it tough to differentiate itself from competitors in the biscuit and bread business, including Priya Gold,  Anmol, ITC, and Parle. Falsified products routinely threaten to hurt a brand’s market presence. An increase in the price of products might lead to an increase in the price of the final product. An increase in the rate of charge may also result in a decrease in production or a demand reduction. Customers might be tough to keep as a result of the diversity of the FMCG industry and the fact that so many manufacturers promise different benefits. Keeping clients is extremely difficult due to the fact they are constantly looking for other options. New versions, percent sizes, and promotions must be taken into account by the organization. Agency must increase its reach in rural areas, where the product’s supply might be a major concern.

There is absolute confidence that fortified biscuits are the answer for nation-huge malnutrition even though the majority lack recognition of the importance of these meals. But, if the organization cooperates with the government and teaches the clients to know fortified biscuits, it would be a vivid destiny for Britannia to sell this product at the same time as competing with different counterparts. It is viable that Britannia scale up its business from India to the world and nutritious products could be a sustainable commercial enterprise based totally on the huge-scaled promotion.

Also Read: Godrej- A Century-Old Company That Perceived World Transformation

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Britannia Case Study: India’s Most Loved Biscuit Brand

Rp editorial.

Published: November 30, 2021

Whenever an Indian reaches out for a biscuit to dip in his tea, there is a good chance that it is a Britannia. There are very few companies in India that play such a vital part in our everyday lives. Britannia is not just one of the biggest Indian CPG companies but rather one of the oldest, with a rich legacy of 125+ years. Brand Britannia is listed amongst the most trusted, and popular brands in various surveys conducted by prestigious organizations like Millward Brown, IMRB and WPP Group, to name a few. In this article, we look at the genesis of Britannia in pre-independence India, its operations today, and its planning to tackle a tech-focused future.

A Legend Is Born

Britannia Industries Limited was established in 1892, with an investment of ₹265. Initially, biscuits were manufactured in a small house in central Kolkata. Later, the Gupta brothers acquired the enterprise. In 1918, C.H. Holmes, an English businessman in Kolkata, was taken on as a partner, and The Britannia Biscuit Company Limited was launched. Biscuits were in high demand during World War II, which boosted the company’s sales and gave it a footing along with a new corporate identity — “Eat Healthy, Think Better”.

Ownership and shareholding later changed. From Gupta Brothers and CH Holmes Limited to Peek Freans and later ABIL, Britannia, the biscuit company was going through constant change. Only in 1978, with a public issue, the company firmly established itself as Indian, with an Indian shareholding of over 60%. In 1979, the company changed its name from Britannia Biscuit Co Ltd to Britannia Industries Ltd.

Britannia & its Biscuits

During World War II, British India’s government needed a supply of specially made biscuits for its soldiers. The Britannia Biscuit Company rose to the challenge. The deal ran for several years, and the company sometimes devoted 95% of its capacity to produce biscuits for the armed forces. It was also the first biscuit maker in India to mechanize production and the first one east of the Suez Canal to use gas ovens, which it imported in 1921.

Today, the biscuit maker partners with the United Nations World Food Programme, supplying biscuits worldwide, especially during emergencies. Many are customized to fulfil specific nutrient requirements. Britannia is among the most trusted food brands and manufactures India’s favourite brands like Good Day, Tiger, Bourbon, and Marie Gold, all household names.

A 21st Century Britannia

During the year 1997, with Britannia entering into the dairy products market, a new corporate identity was established. The mission was to ‘Make every third Indian a Britannia consumer.’ Under Nusli Wadia’s leadership, the company was preparing for a new century with new rules. Britannia was quick to understand what caught the attention of the consumers. In the early 2000s, when Cricket Fever was at its peak, Britannia started sponsoring heavily in cricket matches, going as far as to feature its logo on cricket bats of many famous cricketers.

Britannia’s pioneering spirit continues with distribution networks and pack sizes. Britannia has been aggressively penetrating the rural markets through its Small SKUs, and outlet coverage for directly reached stores has doubled in the past three years. Biscuits are available to consumers, even in the most remote places and in the smallest of villages. Penetrating in the rural and urban market was done by adopting different pricing strategies, for e.g. Britannia Cakes appealed to the Urban population, whereas 50–50 biscuit was successful in capturing the rural market.

A Tech Focussed Future

Britannia has been at the forefront of technology adoption, and doing so proactively has paid it big dividends. For e.g. Internet of Things (IoT) is being increasingly deployed at Britannia’s factories, where the machines flag and alert the plant operator as soon as any packet from the assembly line fails to meet the specified weight. Technology-based initiatives have helped Britannia boost its profitability, productivity, and efficiency at all levels. While IoT has helped prevent wastage, analytics has helped improve Britannia’s production planning. It has developed an algorithm to identify demand clusters, which often cut across state borders. While the company was previously making such estimations manually, the data analytics algorithms have automated the procedure.

Britannia has more than 115 SKUs at over 100 production locations and distributors throughout 50 depots. With better analytics, it has reduced the non-availability of certain products with distributors by half. Britannia is also planning to shift its focus to direct supply by operating with a zero-day inventory. With the direct distribution model, Britannia wants to control the complete supply chain itself. The company has more than 20,000 employees who visit retail stores to analyse sellers’ needs and suggest products. These workers then take orders and send them to the distributors by using mobile apps. In this new model, the distributors will have to send the products within one day to increase sales.

Britannia has been adopting cutting edge technology for the past couple of years at a rapid pace. An increase in operational efficiency will directly lead to more profits and ensuring quality-focused products will result in long-lasting customer satisfaction. Tech-enabled Agile operations are the future and only those CPG companies will survive that adopt the same. Looking at Britannia’s operations, it seems like that is the way to go!

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Case Study: Britannia Digital Marketing Strategies

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Table of Contents

Is your favourite biscuit, by any chance, Bourbon? Well, it is for almost 70% of India’s population! A household name, a favourite across age groups, and a food that no one can decline, Britannia has grown in leaps and bounds to acquire the maximum market share in its industry. In this blog, we will discuss the many elements of Britannia digital marketing strategies that they employ. 

From their innovative marketing techniques to their strategies that are widespread across digital and traditional platforms, Britannia has made its mark in the industry and is now an example for other marketers to carry out their own digital marketing strategies.

Read on to find out more about how you too can digitise effectively! 

About Britannia

Britannia is one of India’s leading FMCG (Fast Moving Consumer Goods) and oldest food company. It produces biscuits and dairy products. The Wadia Group owns Britannia Industries. A British merchant created it in 1897, and it is headquartered in Kolkata, West Bengal.

Britannia Industries sells its products in over 70 countries throughout the world, and it has 81 manufacturing units in India, including 41 biscuit units, 13 dairy facilities, 12 bread units, 9 rusk units, and 6 cake units.

Britannia manufactures 2.8 million packets per day , which are delivered to over 36 lakh outlets via 51 depots, 3700 stockists, and 900 trucks per day .

Britannia’s product line consists of

• beverages 
• yoghurt. 

Britannia is a brand that many generations of Indians have grown up with, and our brands are treasured and appreciated in India and around the world. Britannia has several brands in its portfolio, and it cleverly uses each of them to position itself in all market categories. Consider their astute positioning:

• Tiger – Positioning for the mother to select for their children
• Little Hearts – marketed as a snack for children.
• Good day – The positioning is as ordinary biscuits that provide joy to everyone’s lives.

Why Should Marketers Study Britannia’s Digital Marketing Strategies?

Marketers can find an abundance of inspiration from the way Britannia crafts its strategies and depicts itself to its audience. Britannia leads the pack in terms of market share with 28 per cent, while Parle-G is a close second with 27 per cent . ITC is rapidly expanding and presently accounts for 11% of the market . The remainder of the market is dominated by smaller brands and unorganised businesses. 

Hence, there’s definitely something Britannia is doing right.

Let’s look at some big moves that marketers can get inspired from

Britannia Tiger for Rs.5/-

With a reduced price and smaller packs of this product, Britannia primarily targets customers with comparatively lower income who are concerned about both product quality and affordability. Britannia also captured a large chunk of India’s rural market with this product.

Reinventing Their Brand

Britannia reinvented its brand in 2018 (celebrating 100 years of its business) and introduced a new logo and motto “Exciting goodness,” which aspires to become a whole foods firm by introducing new goods such as wafers and croissants and expanding into other sectors. It also relaunched its old items with new formulas and packaging. 

Celebrity-Focused Content

Celebrities are significant in every industry because of their wide reach. It aids in cutting through the noise and bringing the celebrity’s fans directly to your company. Britannia has a large and trustworthy network of notable celebrities and their fan bases.

Britannia has benefitted from many celebrity endorsements over many years.

Here are some of their content that managed to win hearts:

Cheese Star chef with Saif Ali Khan

Saif Ali Khan and Shipra Khanna were recently seen in Britannia Cheese StarChef preparing cheesy meals.

Ahsaas Channa and the little Hearts 

Britannia took Valentine’s Day as the perfect opportunity to advertise the opposite of what brands generally market – to break hearts.

#TheNutriMovement with Bhoomi Padnekar 

Vidyut Jamwal and Bhumi Pednekar, both Bollywood celebs, were spotted encouraging people to make a healthy start and join Britannia’s #TheNutrimovement.

Milk bikis with Pankaj Tripathi

Britannia Milk Bikis has been relaunched in select key areas across the country as Milk Bikis 100 per cent Atta biscuit to make the product healthier. Pankaj Tripathi, an actor, has been hired as the brand’s spokesperson. 

Khushiyon ki zidd karo

The brand has done a commercial in which they include Bollywood actor Deepika Padukone in which she urges people to focus on the objective and chase the actual thing, and this message has simply been presented as “Khushiyon ki zidd Karo.” In layman’s terms, this message suggests that if you stay cheerful and pursue happiness, every day will be a good day.

Britannia’s Digital Marketing Strategies

Let’s now take a look at the different digital marketing strategies drawn up by Britannia and how they use innovation to stay on the top even in the digital era.

Britannia’s Social Media Marketing Strategies

In this day and age of digitization, it is critical for businesses to market themselves on social media platforms. Britannia has been working hard on social media in order to fulfil its communication goals.

Britannia’s Instagram Marketing Strategies

Britannia’s Instagram page ( @britannia.industries ) has 18.7k followers on the page (As of May 2022) and an average engagement rate of 1.32%, which is a relatively good engagement rate.

They use moment marketing as a way to engage their audience with real-time content and amplify their engagement. Following are some of the examples used by Britannia to engage in moment marketing: 

National cookie day

View this post on Instagram A post shared by Britannia Industries (@britannia.industries)

Gandhi Jayanti

Teacher’s day.

Britannia’s content bucket also includes a series of memes, posts in hindi, promotional posts, contests, etc. They follow a red and gold colour scheme and similar fonts everywhere on all of their posts. The captions on the posts are limited to 2-3 lines. They also do not reply to the comment section (which you may want to do for your business, though).

Britannia’s Facebook Marketing Strategies

Britannia’s Facebook account ( Britannia Industries ) has 36k followers as of May 2022 and an engagement rate of 0.07%

They employ moment marketing to engage and increase their audience’s involvement with real-time information, just like they do on Instagram. 

Unlike Instagram, Britannia replies to its customers on Facebook and promises to solve all their grievances to be solved.

Britannia’s YouTube Marketing Strategies

Britannia uses its YouTube page to release videos to its campaign which is generally run on all digital and traditional platforms. They have 114K subscribers on YouTube with an average engagement rate of 0.21%

YouTube is the most followed platform of Britannia and one which is constantly updated by them. Here is an example of a campaign by Britannia back in 2014, where they released a series of videos with the title ‘Happy Good Day to You!’

Britannia’s ‘Happy Good Day to You’ was released in 2014. Good Day is a design-your-own-wish campaign that allows users to create their own greetings and win Apple iPad minis and other amazing prizes.

The UGC campaign asked users to access the brand’s website and social media handles in order to participate in the contest and win exciting rewards.

In the same year, Kings XI Punjab announced Britannia Good Day as a new sponsor. The brand collaborated with Jack in the Box worldwide to launch the #FunjabiFunde digital campaign, which introduced Happy Singh in his brand new persona Baba Happy Singh and established the concept of a Funjabi player who plays the game in genuine spirit.

Britannia’s Twitter Marketing Strategies 

Britannia’s Twitter page ( @BritanniaIndLtd ) has 20.4K followers and an average engagement rate of 0.11% 

Their Twitter account is similar to their Instagram and Facebook too, where they post engagement-focused content. 

The Spotify buzz on Twitter

We’ve seen brands battle it out to showcase how their brand is better than a competitor’s. But, here’s an example where there was a win-win situation, and customers fell in love with two brands belonging to industries that are poles apart – Britannia and Spotify.

Spotify India’s attention was attracted to the remarkable likeness of Britannia’s Good Day Cashew Biscuits to their brand logo on Twitter in June 2020. Spotify not only altered their logo for the day and updated their bio to mention the likeness, but they also linked to a handpicked playlist suitably dubbed ‘Chai & Acoustic,’ just like most Indians would enjoy their Britannia Good Day Cashew Biscuits.

Britannia’s SEO strategies 

Website overview.

Britannia’s website has a slideshow going promoting a few of their biscuits.

www.britannia.co.in

The domain authority of their website is 41 and they get 3,09,074 organic traffic to their website. They have great backlinking and have 11,601 organic keywords.

These are the top organic keywords on their website

• Britannia 
• Britannia industries limited careers
• Britannia industries 
• Britannia biscuits
• Britannia ltd

Top Digital Marketing Campaigns of Britannia

New milk bikis 100% aata, the butter battle.

In 2019, food giants Amul and Britannia engaged in a form of acrimonious banter. It all started when Amul challenged a number of cookie brands on social media about the amount of quality butter in their ingredients.

#AmulButterCookie : Does your Butter Cookie contain Butter or Vegetable Oil? pic.twitter.com/5vJF7uBXBI — Amul.coop (@Amul_Coop) July 21, 2019

The company claimed that other cookie brands on the market use less butter and more vegetable oil. The cookie/biscuit form depicted in the design is similarly similar to Good Day. Britannia responded to the persistent poking with a print ad that asked the consumer, “How much cholesterol does a 25% butter biscuit have?”

A smart move, indeed.

The 50-50 Golmaal Ad

The 5050 Golmaal launch is the result of a comprehensive study conducted by the Company on the favourite flavours and spices consumed in West Bengal households. The advertisement is about deciphering the unique combination of two ingredients—Kala Jeera and sugar crystals—to create a pleasurable experience. The new Britannia 5050 Golmaal costs INR 25 per 200 gm .

As you can see, Britannia has entered the internet marketing field to promote its products and brand. Do you want to create your own strategy? Enrol in Digital Scholar’s online digital marketing course to improve your business’s digital marketing strategies. This course is for anyone interested in learning everything there is to know about digital marketing and how to apply it to their own business. Visit www.digitalscholar.in to learn more about them.

Do you want to take your company’s image to new heights? Enrolling in an online digital marketing course is the ideal solution.

What do you enjoy best about Britannia’s commercials? Please leave your opinions in the space below!

Written By Digital Scholar

Digital Scholar is a premier agency-styled digital marketing institute in India. Which offers an online digital marketing course and a free digital marketing course worldwide to elevate their digital skills and become industry experts. Digital Scholar is headed by Sorav Jain and co-founder Rishi Jain, who are pioneers in the field of digital marketing. Digital Scholar’s blogs touch upon numerous aspects of digital marketing and help you get intensive ideas of different domains of digital marketing.

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Britannia maintains customer service levels through optimized inventory

Best known for its biscuits, Britannia is one of India’s oldest and most revered companies. For the 130-year-old organization, maintaining its hard-earned market position was critical during the frequent COVID-related lockdowns. Britannia engaged NTT DATA’s Integrated Demand and Supply  practice to strengthen inventory numbers without compromising customer trust and loyalty .

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The Indian baked goods market is worth about Rs. 37,000 crore (4.8 bn USD). Established national brands and smaller regional players vie for market share in a segment that’s growing at about a 9% Compound Annual Growth Rate (CAGR). At this level of sustained growth, it’s essential to keep shelves stocked, if only to maintain valuable market share .

With a complicated manufacturing and distribution network spread across a large and varied landscape, uncertainties can be difficult to plan for. That’s why the manufacturer reached out to NTT DATA to help build the capability to reduce inventory levels with no room for compromise on customer satisfaction. The implemented solution also needed to be flexible and scalable — with no IT intervention necessary.

As with most food and beverage manufacturers during the pandemic, Britannia saw a significant downturn in sales followed by an abrupt recovery. These fluctuations affected recently collected historical inventory numbers in extreme ways. An ideal market state needed to be identified, isolated and benchmarked.

• Focuses investment on segments with high velocity and profitability
• Reduces need for excessive levels of working capital
• Enables lower overall inventory levels
• Establishes strict inventory norms at all warehouses
• Improves inventory performance

The inventory optimization project with NTT DATA helped us take a segmented approach that looked at multi-dimensional levels of variability, gross margin and our core and non-core portfolio. This helped us simultaneously optimize inventory and improve service levels.

– Abhishek Gaurav, Head of Planning, Britannia

Quantifying ideal performance from odd numbers

A garden-variety project begins with collecting data and assessing current performance, but this situation wasn’t straightforward. Anomalous historical data — a secondary effect of COVID-19 and its mitigation procedures — drastically complicated the assessment process.

Aside from the expected number-crunching, delivering a usable assessment required specific qualitative input from relevant managers. Their perspectives helped Brittania understand common demand patterns, define actionable trends and extrapolate the ideal inventory requirements from the data.

A segmented view of the product portfolio

The assessment uncovered high variations in inventory performance across SKUs. These caused many overstock and stock-out situations, which led NTT DATA to leverage proven inventory planning methodologies and its product segmentation framework. Britannia arrived at optimized inventory targets across different product segments and channels — meeting its customers’ needs and identifying recoverable value.

The company can now identify segments of the portfolio with high velocity and profitability, which allows it to focus investment and maintain lower overall inventory levels.

Determining and evaluating interrelated inventory targets

The most important benefit NTT DATA’s inventory optimization tool delivered was the ability to determine target stock. Along with the determination of “cycle stock” (stock levels needed to fulfill demand), “safety stock” (stock that buffers against uncertainties) and “reorder point” (stock levels that trigger an upstream reorder), these capabilities allow Britannia to maintain strict inventory norms at all its warehouses.

Visibility into scenario building and performance

NTT DATA’s solution also provided a scenario-by-scenario comparison of how inventory targets perform when maintaining differently targeted levels of service. The comparison gave the company insights into the level of inventory investment required to improve and maintain the ideal customer delivery performance.

A continuously updated agile solution

This tool continually refreshes information such as network changes as well as demand and supply transactions. NTT DATA’s tool can dynamically calculate, revise and confirm inventory allocations to maintain desired customer service levels.

By developing the ability to maintain determined optimized inventory levels, no matter how demand fluctuates, Brittania is more prepared than ever. The company can now contend with demand uncertainties within its supply chain. It improved inventory performance while reducing its need for excessive levels of working capital.

About Britannia Industries Limited

Britannia Industries Limited is an Indian multinational company specializing in the food industry. Founded in 1892 and headquartered in Kolkata, it's one of India's oldest existing companies and best known for its biscuit products.

Retail and CPG

Case Studies in Marketing by Sidharth Balakrishna

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Britannia Industries Ltd.Revitalizing a Brand

Britannia’s origins 1 can be traced as far back as 1892, when a biscuit company was established in the eastern metropolis of Calcutta, West Bengal. Britannia adopted technology in its operations early, reportedly used electricity in its manufacturing processes from 1910 and used imported gas ovens from 1921.

The company states that due in part to its gradually emerging reputation for quality and value, during the Second World War the government entered into a contract with it to supply ‘service biscuits’ to the fighting armed forces.

After the war, the company continued to grow, and in 1975 the Britannia Biscuit Company took over the distribution of biscuits from Parry’s, who had been ...

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• Last updated December 8, 2022
• In Intellectual AI Discussion

How Data Analytics is Helping Britannia Streamline its Supply Chain

• Published on December 8, 2022
• by Pritam Bordoloi

From manufacturing in a small house in Kolkata in the late 1800s to having a footprint in over 80 countries, Britannia has come a long way. 

Over the years, Britannia has evolved to become one of the largest FMCG firms in India. Brands such as Marie Gold have become household names in the country.

Vipin Kataria, Chief Sales Officer of Britannia, in this exclusive conversation with AIM discusses Britannia’s digitisation journey and their indulgence with data analytics.

The digitalisation journey

Britannia’s digitalisation journey began about 12 to 13 years ago when they implemented the entire auto-replenishment process .

“So, that’s a very important foundation that we laid about, which basically connects our factories, depo, distributors, and retailers in one linear fashion so that there is no lag in this entire chain, and, over a period of time, we almost perfected it to a very good efficiency level,” Kataria said.

The second big development happened about 10 years ago when Britannia introduced handheld devices . Earlier, everything used to happen through pen and paper. 

“That was really, I would say, the inflection point, or triggering the entire data-led analytics and digitisation because earlier most of the order booking used to happen manually and it used to be a mess. When you enter that into your Dealer Management System (DMS), it used to be a pretty time-consuming, cumbersome job.”

How does Britannia collect data?

Today, Britannia takes all the orders through these handheld devices. To give you a perspective, Britannia has a reach of about 2.5 to 2. 6 million outlets, which is fairly large. So, the data pool getting generated is also significantly large.

“The entire sales history of these 2.6 million outlets, what is the average bill size, what is the frequency of billing or frequency of servicing—all this data gets collected. I’m just giving you a sense of the richness and the depth of this data which gets generated.”

So, the data generated is gold for the sales team. With the entire empirical data about that particular outfit at their disposal, it generates opportunities to cross-sell as well as upsell.

“The data generated also needs to be used for enhancing your productivity. You need to make sure that the service capability of the organisation is really high because there is intense competition and if you’re not reaching on time, if you’re missing your service cycle, then somebody else is going to sit on the shelf.”

“Therefore, the entire intent was to make this ecosystem of channel partners, our distributors, the hub of this entire data revolution.”

Britannia has around 3,500 distributors spread across every nook and cranny of the country, from Metros to Tier 3 cities and beyond. 

“These distributors are what gives us a lot of market share, numeric distribution and an edge over the competition. So, therefore, the intent has been to make this digital revolution more homogeneous, more uniform and very participative.”

BHub AW app

The next step was to ensure that the channel partners are able to make use of this entire data set. So, Britannia partnered with Arteria Technologies to develop the BHub AW app .

“If I have a very sophisticated system, but if I’m not making my channel partners, and my salesmen and retailers, develop the capability to adopt these sophisticated systems, then you will not be able to unleash the potential of a lot of these technologies.”

The BHub AW app helps collect various data in real time . It helps track the product’s movement right from the factory to the store shelf. 

There are several advantages of the app, which include primary billing, geotagging, and real-time stock data which helps all the people in the ecosystem to benefit from the data. 

“I think about 18 to 20 years back is when we implemented the DMS, but now with smartphones, you can have that entire data not sitting on the desktop but on your smartphone.” 

“We decided to give our channel partners a very sophisticated app, which will help them converge all of these data points at their fingertips.”

The app also provides visibility of stocks on a real time basis. It helps the distributors ensure there is no stock out. “They can go to the app and check their stock level.”

“Further, we have an auto-generation process for the orders and therefore, they get to know what is the order generation, which is happening for their point, through this app.”

“We launched this app about eight or nine months back, we are already seeing a very healthy adoption rate, which is at almost 90% plus and therefore this is becoming a really handy tool in enhancing our productivity,” concluded Kataria.

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Britannia Sucess Story – History, Business Model, Revenue & More

Britannia Industries , a renowned food company in India, boasts a rich legacy spanning a century. With annual revenues surpassing Rs. 9000 Cr, Britannia has established itself as a leader in the industry. Its diverse product portfolio includes Biscuits, Cakes, Bread, Rusk, as well as Dairy products like Cheese, Milk, Beverages, and Yoghurt.

Britannia holds a special place in the hearts of generations of Indians, cherished and loved not only in India but also worldwide. The brand has earned recognition and acclaim, consistently featuring among the most trusted, valuable, and popular brands in esteemed surveys conducted by prestigious organisations. Britannia’s enduring reputation is a testament to its commitment to quality and the loyalty it has garnered from consumers.

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Company Highlights – Britannia

About britannia.

Britannia Industries Limited is a prominent food company specialising in the production of a wide range of products. It operates primarily in the Foods segment, encompassing bakery and dairy products.

Britannia’s products have a global presence and are exported to countries worldwide, including the Gulf Cooperation Council Countries (GCC), African Countries, and American Countries. The company has subsidiaries like Manna Foods Private Limited and International Bakery Products Limited, which contribute to its operations and expansion.

History Throughout The Years Of Britannia

Business model of britannia.

Britannia Industries operates in two main segments: bakery products and dairy products. The majority of its revenue, approximately 95%, comes from the biscuits segment, while the remaining 5% is generated from non-biscuit products, primarily in the dairy category and international markets.

The company’s dairy business contributes around 5% of its total revenue and its dairy products are available in 100,000 outlets. Britannia Bread holds the top position in the organized bread market, with an annual turnover of over 100,000 tons in volume and a value of Rs. 450 crores. With 13 factories and 4 franchisees, the bread business delivers nearly 1 million loaves daily across more than 100 cities and towns in India.

Please note that the figures mentioned are approximate and intended to provide an understanding of Britannia Industries’ business operations.

Revenue And Growth Of Britannia

From 1998 to 2001, Britannia Industries witnessed a sales growth of 16% compounded annually, outperforming the market, while operating profits reached 18%. In recent times, the company has been experiencing a growth rate of 27% per year, surpassing the industry’s average growth rate of 20%. Biscuits contribute to 90% of Britannia’s annual revenue, which currently stands at Rs 22 billion.

Britannia holds a prominent position as one of India’s 100 Most Trusted brands, as listed in The Brand Trust Report. With an estimated market share of 38%, Britannia continues to enjoy a significant presence in the market.

Competitors Of Britannia

Britannia products.

Britannia Industries Limited generates a significant portion of its annual revenue from bakery products, primarily biscuits, which account for 95% of the company’s total revenue. The company’s manufacturing facilities have a combined annual capacity of 433,000 tonnes. Britannia offers a wide range of biscuit brands, including VitaMarieGold, Tiger Biscuits, Nutrichoice, Good day, 50-50, Treat, Pure Magic, Milk Bikis, Bourbon, Nice Time, and Little Hearts, among others.

In 2006, Tiger, a mass-market brand of Britannia, achieved sales of $150.75 million, including exports to the United States and Australia. This accounted for approximately 20% of Britannia’s total revenues for that year.

In addition to bakery products, Britannia also has a presence in the dairy segment, contributing around 5% to the company’s overall revenue. Apart from marketing dairy products to the public, Britannia is also involved in the business-to-business trading of dairy commodities. The company’s dairy portfolio experienced significant growth, reaching 47% in 2000-01 and an additional 30% in 2001-02.

Is Britannia a FMCG company?

Yes, Britannia is a well-established FMCG company and a beloved brand in India.

Which country owns Britannia?

Britannia is an Indian company with its headquarters located in Kolkata.

How many products are in Britannia?

Britannia offers a diverse range of products, including Biscuits, Bread, Cakes, Rusk, and Dairy products such as Cheese, Beverages, Milk, and Yoghurt. Its brand portfolio includes Tiger, Marie Gold, Good Day, 50:50, Treat, NutriChoice, and Milk Bikis. The company has a global presence in over 60 countries.

When was Britannia established?

Britannia was founded on 16th April 1953.

How does Britannia generate revenue?

Britannia generates revenue through its operations in two key segments: bakery products and dairy products.

Who founded Britannia Biscuit Company?

The Britannia Biscuit Company was founded by C.H. Holmes, a British businessman, in 1918.

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Britannia Marketing Strategy | Pricing Strategy & Campaigns

Ria Puneyani

Britannia Industries Limited is an Indian food firm formed in Kolkata in 1892 with a small investment of Rs. 295 and is now headquartered in Mumbai. The firm is most known for its many brands of biscuits, but it also sells a wide range of packaged foods, dairy products, and bread to suit a variety of lifestyles.

It produces everyday food products such as Marie Gold, NutriChoice, Milk Bikis, Good Day, and tiger and is one of India's most trusted brands. Not only in metropolitan areas but also in rural areas, these brands have become household names.

It spends some of the country's most prominent digital marketing expenses to maintain its significant presence in the Indian market.

Britannia has a market capitalisation of Rs. 12,400 crores; its dairy business generates about 6% of total revenue and has a distribution network of 100,000+ outlets; and its bread vertical is the largest in the organised bread market, with an annual income of Rs 450 crores.

Let's take a look at different marketing strategies of Britannia, pricing strategy, product strategy, advertising strategy, and more in detail.

Britannia's Marketing Strategy Britannia's Product Strategy Britannia's Pricing Strategy Britannia's Advertising Strategy Britannia's Segmentation Targeting and Positioning (STP) Britannia's Major Marketing Campaigns Britannia's Covid19 Marketing Strategies Conclusion FAQs

Britannia's Marketing Strategy

Britannia has primarily concentrated on the creation of new products and the promotion of nutrition and wellness. Taste, food, and life experiences are increasingly closely linked in Britannia's marketing and social media efforts. Britannia has also used celebrities to promote its different marketing campaigns. In the baking, biscuits, and dairy industries, it has effectively occupied a significant market share. The brand has been relying only on traditional celebrity marketing , ignoring the power of Influencer Campaigning, which may significantly influence social media networks.

The corporation competes in the market based on an extensive distribution network, cost-effectiveness per unit, production facilities close to markets, new goods, skilled personnel , and a wide range of products.

Britannia's Product Strategy

Britannia produces a wide range of biscuits and dairy items. Britannia's product strategy comprises mostly cakes, dairy, biscuits, bread, and rusk in its marketing mix.

Britannia Marie Gold, Britannia Nutrichoice, Britannia Little Hearts, Britannia Pure Magic, and more famous brands are among them. The most well-known product is Britannia Tiger biscuits. Tiger cookies are also sold in countries such as Australia, Malaysia, and Indonesia. Thanks to cooperative agreements with dairy firms, Britannia can now make and sell butter, ghee, curd, and cheese. Its products are primarily aimed towards India's middle class, which makes up most of the population.

Britannia's Pricing Strategy

Food production is a highly competitive sector. Competition is at the heart of Britannia's marketing mix price strategy .

Also, because the significant sector is price-sensitive middle-class individuals, Britannia is forced to compete on price. Britannia strives to bundle its products, which lowers the cost of its products. This is notably evident in their items made for family packs. Their price discrimination method allows businesses to make more money from customers who are prepared to pay more for healthier products and perks. Britannia's prices are comparable to those of its competitors, mainly Parle's, and they are practically identical.

Britannia's Advertising Strategy

Britannia employs various strategies in its promotional marketing mix, including television commercials, print advertisements , and billboards. Britannia has negotiated deals with celebrities to market its brand. However, the deals have varied depending on the product. The sports industry accounts for a more significant portion of its promotional operations. Cricket bats with the Britannia emblem, which international players approve, are an essential advertising tool . Britannia also markets its product as "vital for excellent health," which appeals to consumers who are more concerned about the nutritional content of what they eat.

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Britannia's Segmentation Targeting and Positioning (STP)

Segmentation

Segmentation aids in comprehending the many types of clients present in the community and the characteristics linked with each category.

Kids, Matured, and Youth are the three groups of demographic segmentation. There are Treat fruit rolls and Tiger biscuits in the Kids category, while in the Matured category, there are Good Day and Cream Cracker. Youth biscuits include Little Hearts and Cream Biscuits.

Following segmentation, targeting is how the organisation chooses which consumer categories it wants to serve.

Britannia has spent the last 100 years focusing on the next generation of children and the elderly through a variety of goods. The Britannia Tiger is low-cost and aimed at low-income individuals, whilst the Britannia Marie Gold is aimed at families. Treat fruit rolls are intended for use by youngsters on rare occasions.

Positioning

Positioning is the final phase of the process. After determining the client it wants to target, the corporation selects what sort of messaging or attitude to take while selling the product.

Britannia has persuaded moms to buy Tiger biscuits for their children, Little hearts as a snack for teenagers, and Good Day as a daily cookie that brings joy to everyone's life.

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Britannia's Major Marketing Campaigns

Bourbon campaign.

The business has launched a new ad for Bourbon, one of its most popular products.

The brand concentrated on friendship in this campaign. It related it to people whose lives revolve around their friends, creating a movement centred around completing joyful moments with closest friends.

Britannia world cup Campaign

Cricket fever has long been prevalent in India. As a result, Britannia saw this cultural connection as a vast potential and developed the "Britannia Khao world cup jar" campaign. This promotion combines two of India's most powerful industries: food and cricket. Whoever bought a Britannia product with the Britannia Khao World Cup Jao promo SMS the promo code and the consumer would get a guaranteed reward for every 100 runs in the World Cup.

Britannia Good Day Campaign

The brand conducted a campaign with Bollywood actress Deepika Padukone . She advised people to focus on the objective and pursue the genuine deal, with the tagline "Khushiyon ki zidd Karo" being the simple translation. In plain English, this message stated that every day would be a good day if one stays happy and pursues happiness.

Britannia's Covid19 Marketing Strategies

Britannia made the wise decision to utilise the 80-20 strategy during the covid epidemic. Twenty per cent of the brands and SKUs, which account for 80% of Britannia's income, have been placed on the priority list.

Nutri choice, Milk Bikis, Good Day and cream variations, and Marie Gold were all on the shortlist for the world's largest premium biscuit manufacturer.

According to the figures, Britannia reported sales of 3,384 crores in the April-June quarter, up 26% from a year before. Operating profit increased by 91% to 669 crores, while profit after tax increased by 118 per cent to 546 crores.

By offering a trust basis and high-quality products, Brittania has effectively created and generated trust among consumers. Brittania's marketing strategy is focused on the product, with the firm emphasising flavour and nutrition.

To attract more customers , Britannia's marketing strategy and approach must adapt to the current market trends.

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How many Britannia plants are there in India?

There are 13 Britannia factories/plants in India.

Who is the owner of Britannia Industries?

Wadia group is the parent organization of Britannia Industry.

What are Britannia Industries products?

Britannia is one of the oldest existing food processing brand in India. Some of its products include:

• Dairy products- Cheese, Beverages, Milk and Yoghurt

How does Britannia generates revenue?

Britannia generates revenue from its two business segment that include:

• Bakery Products
• Dairy Products

It makes 90-95% of its revenue from the biscuits and bakery segment. Dairy products generates 5- 10 % of its total revenue.

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Britannia Industries: The taste of success

Britannia industries's move of bringing on board varun berry has proved a winner. in just two years, the fmcg veteran has spearheaded a turnaround.

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One of the members of the team is Ali Harris Shere, who joined Britannia as a management trainee in 1998, and served the company for 16 years in various roles in sales and marketing. In April 2014, he quit (he was senior marketing manager at the time) to join Vodafone India. But three months later, he was back at Britannia as marketing head at Berry’s behest. “One does not expect somebody to trust you and give you a job with full responsibility, ownership, accountability and freedom,” says 39-year-old Shere, who is excited about re-energising Britannia’s brand, and wants to strengthen its association with cricket and Bollywood. Britannia was the title sponsor for a leading film awards function in 2015 and, through its biscuit brands Good Day and 50 50, it has associated itself with the Indian Premier League. In February and March this year, the company ran a promotional offer on 50 50, giving away an iPhone 6 every day. “In the past, we did many activities, but on a smaller scale. Now, we are doing fewer activities, but we are doing them big. Because of this, the average ticket size of our campaigns has doubled,” says Shere. Shere is an old hand familiar with the nuts and bolts of Britannia, unlike Hemant Rupani, vice president-sales, who joined last year. The sales department, according to Berry, needed “a very aggressive person” because it had become too “transactional” in the way it functioned. “When I started to meet distributors in the market, I felt that we were just pushing sales to them not worrying about their RoI [Return on Investment]; not worrying about what they did with the product or how they sold it and whether their execution was good,” says Berry. That had to change. He took his time, and finally, in May 2014, handpicked Rupani, who was previously national distribution head at Vodafone India.   The first thing Rupani did was to take stock of the company’s policies towards incentive earnings and its rewards and recognition programmes, two critical elements in motivating a sales force. Rupani installed an incentive platform. “If any manager wanted to be evaluated as a good performer, a bare minimum 70 percent of his team should be earning 70 percent incentives, at the very least. Otherwise, they have no right to claim that they have performed,” he says. It is an aggressive policy, but he wears it as a badge of honour, and tells Forbes India that team morale has risen. Even as the sales force was getting its mojo back, Berry started strengthening the R&D arm. Britannia didn’t have much to show for in the last decade, in terms of ‘big-bang’ innovation. According to Shere, in the last 10 years, it has had only two successful new product launches: Tiger Krunch Choco Chip (cookies) and NutriChoice Essentials (oat and ragi cookies). About six months ago, the Britannia board approved a Rs 55-crore investment into a new R&D centre in Bengaluru, which is expected to be up and running by March 2016. Berry wants to see new product innovations account for 6-7 percent of the company’s revenue, every year. In August 2014, Berry hired Sudhir Nema, who at the time was heading operational excellence and capability building in R&D for PepsiCo in Bangkok, to take up this task. “If you don’t have delightful products, then you don’t have any right to go to consumers and say please spend Rs 5 and pick me up. That ‘pick me up’ comes from R&D,” says 44-year-old Nema, vice president - R&D & Quality. He’s not waiting for the new centre to open. Britannia has launched three innovative products at the premium end of the market over the last nine months: Good Day Choco Chunkies, NutriChoice Heavens and Pure Magic Chocolush. The R&D team is already thinking about innovations in adjacent food categories. The ready-to-eat segment is another avenue for Britannia. But Berry is not ready to reveal his hand so early in the game. “We are working on a strategy for the next billion,” is all he’s willing to say. What’s clear is his determination to stay on top. Britannia cannot lose its lead. Not under Berry’s watch.

(This story appears in the 24 July, 2015 issue of Forbes India. To visit our Archives, click here. )

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FMCGs - Edible business always makes great strides. And Britty is known for quality products and has the brand name too.

It is great achievement by the team Britannia under Mr Varun Berry's leading. i am sure Britannia provides more healthy And Tasty biscuits.

Great sir, keep it up always in your leadership.......cheers..........

Outstanding stuff. A clear example of -unrelenting focus on the basics, - building a competent team, -empowerment and passion to Win the the market place. It\'s no rocket science , yet most miss it. Kudos to Team Britannia.

am agreeing with Tanmaya comments. Britannia turn over is comparatively high with other competitors. This can be achieved only with right focus and approach. kudos to Varun Berry and the team!!

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Britannia Industries Share: A Bullish Tale

Table of Contents

Britannia Industries Ltd. is an Indian Fast-Moving Consumer Goods (FMCG) company, previously recognized as “ Britannia Biscuit Company Limited .” It originated during the pre-independence period in Calcutta, founded by a British entrepreneur in the year 1892. The company is currently owned by the Wadia group, headed by Nusli Wadia, an Indian billionaire businessman. 

In the course of World War II, the British Indian government necessitated a consistent provision of biscuits to cater to the requirements of British soldiers. Hence, the company was established. As of today, Britannia Industries manufactures and sells biscuits all over the world. Being a public limited company, Britannia Industries shares have been listed on the National Stock Exchange (NSE) since 1998. Additionally, it is a part of the market benchmark index Nifty 50. 

In today’s blog, let’s find out whether to invest in a century-old biscuit company. Britannia Industries shares have given more than a 1000% return in the last 10 years. Is it still worth investing in Britannia shares? Here is a complete fundamental analysis of Britannia Industries’ share.

Company Overview

Britannia Industries Ltd stands as one of India’s oldest food product companies and holds a significant position in the country’s biscuit industry. While the majority of its revenue is generated from the biscuits segment, the company has expanded its presence into various other sectors, such as bread, dairy products, cakes, snacks, milkshakes, croissants, wafers, and rusks. Some of its prominent brands include Good Day, Marie Gold, Tiger, Nutri Choice, Milk Bikis, and others. Operating with a total of 23 factories (19 national and 4 international), Britannia also exports its products to over 79 countries spanning the Middle East, North America, Europe, Africa, and Southeast Asia.

Here is the revenue mix of the company as of FY 23: 

As you see, 77% of the revenue comes from the biscuits segment, while the rest comes from bread, dairy products, cakes, etc. Also, geographically, 95% of revenue comes from India and the remaining 5% is from other countries globally. 

Sectoral Outlook – FMCG Sector

The overall size of the Food & Beverages market in India is estimated at USD 800 billion. Within this, the packaged food market constitutes USD 100 billion, with the branded packaged market accounting for USD 40 billion. This indicates significant potential for expansion. Presently, India lags behind China in the packaged food industry by 4.2 times and other Southeast Asian nations, such as the Philippines, by 3.3 times, highlighting substantial room for growth in this sector.

The shift from an unorganized to an organized segment within the industry is expected to persist in India in the upcoming years. Changing consumer preferences and a growing inclination towards adopting branded products in small towns and villages contribute to the expansion of Fast-Moving Consumer Goods (FMCG) companies.

Financial Highlights

Analyzing financial statements such as income statements, balance sheets, and cash flow statements helps investors assess the company’s ability to generate returns, manage debt, and sustain growth, enabling informed and prudent investment choices.

Income statement of Britannia Industries Ltd. 

The income statement, commonly known as the profit and loss statement, gives you an understanding of its financial performance, such as its sales growth, profitability, etc.

At StockEdge, we have organized the income statement in a way that will help you analyze it with ease rather than going through the conventional way of downloading the documents from the stock exchanges, which could be time-consuming and tiresome to many.

In the above image, you can see the annual income statement of Britannia Industries . Every detail is in front of your eyes, starting from the top-line sales figures to the bottom-line Net profit of the company.

Sales Growth

Although there was a 15% year-on-year increase in sales during the fiscal year 2023, the initial half of fiscal year 2024 recorded net sales of ₹8,444 crore, reflecting a 4% year-on-year growth with no change in volume. The positive performance of the international business was overshadowed by a slowdown in rural areas and increased competition from local players in the domestic market, affecting the overall growth.

EBITDA Growth

In H1 FY24, EBITDA was ₹1,561 cr, a growth of 29% YoY due to its cost efficiency programs across all functions so as to remain the lowest cost operators in its categories. Nevertheless, there is a simultaneous effort to boost advertising and sales promotion initiatives, aiming to support its brands and foster innovation within the business.

In the initial half of fiscal year 2024, the Profit After Tax (PAT) amounted to ₹1,040 crore, demonstrating a 12% year-on-year growth. This growth was facilitated by an enhanced operating profit and increased other income. However, the overall growth was somewhat affected by elevated depreciation and interest costs.

Balance Sheet of Britannia Industries Ltd.

The balance sheet follows the accounting equation: Assets = Liabilities + Equity . It provides a company’s financial position, stability, and overall health.

In the above image, you can see the balance sheet of Britannia Industries Ltd. It provides an overview of the financial position as on date. What are the assets and liabilities of the company? Liabilities of a company can be both short term and long term. 

As of 30th September 2023, total debt stood at ₹2,761 cr v/s total debt of ₹2,981 cr as of 31st March 2023. Post the COVID era, the company’s overall debt went up, but compared to its total assets, the liabilities are reasonable. 

Cash Flow Statement of Britannia Industries Ltd. 

A cash flow statement provides a summary of how a company generates and uses cash over a specific period of time. It has three different sections: 

• Operating cash flow statement
• Financing cash flow statement
• Investing cash flow statement

Out of these the most important one being the cash flow from operations as it provides you with an understanding of how the company generated cash from its core business operations. A positive cash flow from operation signifies that the company has generated higher cash revenue than its expenditure.

In FY 2023, the Cash Flow from Operations (CFO) amounted to ₹2,526 crore, a significant increase from ₹1,300 crore in FY22. This improvement was driven by enhanced operating profit and adjustments in working capital.

Cash Flow from Investments (CFI) experienced an outflow of ₹1,517 crore, attributable to the acquisition of current investments, inter-corporate deposits (ICDs) extended to group companies, and the procurement of property, plant & equipment.

On the other hand, Cash Flow from Financing (CFF) showed a lower outflow compared to the previous year, as the company secured long-term debt amounting to ₹1,010 crore.

Ratio Analysis of Britannia Industries Share

Ratio analysis of a company involves evaluating a company’s financial performance by examining certain ratios which are derived from its financial statements. It makes easy comparing the financial performance to its industry benchmarks or competitors. 

Ratio has different classifications like profitability ratios, solvency ratios, return ratios and more as you can see in the image below, you can analyze all such ratios directly from StockEdge.

Here are the return ratios of the Britannia Industries share, starting with the two most important ratios which are ROE and ROCE.

What is ROE and ROCE? ROE is a profitability ratio that measures the company’s ability to generate net income as a percentage of shareholders’ equity, whereas ROCE assesses the efficiency of a company in utilizing its total capital, including both equity and debt.

Return on Equity (ROE)

In FY 2023, the Return on Equity (ROE) reached 76.04%, primarily driven by substantial profit growth. This increase in profit was supported by an exceptional gain of ₹376 crore.

Return on Capital Employed (ROCE)

The robust ROCE of 55.50% in FY23 signifies the efficiency with which the company utilized its capital to generate operating profits. This improvement reflects the company’s effective management of its resources and a positive impact on overall financial performance.

Debt to Equity Ratio (D/E Ratio)

In FY 2023, the company’s debt-to-equity ratio was approximately 0.84x. This ratio indicates that the company had a moderate level of financial leverage. A debt-to-equity ratio of less than 1 is generally considered favorable as it suggests a lower financial risk and indicates a more conservative capital structure. 

Price to Equity Ratio

As of the latest data, Britannia Industries is trading at a Trailing Twelve Months (TTM) Price-to-Earnings (PE) multiple of 49.45x. The elevated PE multiple is likely a result of Britannia’s strong brand recall and its leadership position in the domestic market.

The PE multiple reflects the market’s confidence in Britannia’s growth prospects and its ability to capitalize on opportunities in the evolving market conditions.

Management Quality & Shareholding Pattern

The leadership is directing efforts towards implementing localized strategies, consistently innovating products through renovation, introducing new items, and revamping existing ones. Additionally, there is a focus on expanding into related product categories alongside a concerted effort to enhance direct distribution channels and strengthen the company’s presence in rural areas. Management expects the rural segment to improve to 35% of total revenue in the next few months.  

Coming to the shareholding pattern of Britannia Industries share , you can check it from the StockEdge App itself. 

The promoter shareholding continues to remain at 50.55%. FII decreased their stake from 21.29% in Q1 FY24 to 19.66% in Q2 FY24. DII increased their stake from 12.46% in Q1 FY24 to o 13.85% in Q2 FY24.

The changes in shareholding patterns indicate a dynamic shift in investor interest in Britannia Industries shares as both FIIs and DIIs strategically adjust their positions. Notably, the unwavering promoter’s stake emphasizes a consistent and resolute dedication to the company’s growth and performance.

Future Outlook of Britannia Industries Share

The company maintains its commitment to four key strategic pillars: distribution and marketing, cost leadership, innovation, and sustainability. The overarching goal is to achieve well-rounded growth encompassing margin, revenue, volume, and market share. Over the next five years, the company anticipates increasing the contribution of its non-biscuit portfolio to approximately 35% of total revenue, up from the current 23%. Furthermore, there is an ambition to scale the dairy segment to ₹2,000 crore within the same timeframe. These initiatives underscore a comprehensive approach to business development and diversification.

Case Study on Britannia Industries Share

We have a case study report prepared by our team of analysts. This fundamental report on Britannia Industries shares provides you with a detailed analysis of the company as well as how it stands among its competitors.

As you can see, Britannia Industries Share has rating based on 6 parameters: 

• Quality 
• Profitability

Based on the above parameters, Britannia Industries Share scored 21/30. Read the case study report on Britannia Industries Share . 

In conclusion, Britannia Industries emerges as a compelling long-term investment opportunity. With a solid foundation anchored in strategic pillars such as distribution, cost leadership, innovation, and sustainability, the company demonstrates a robust commitment to balanced growth. The resilience of its promoter shareholding, coupled with evolving investor interest, reflects confidence in the company’s trajectory. Britannia’s ambitious targets, including expanding its non-biscuit portfolio and scaling its dairy segment, further position it as a forward-looking player in the market. As it continues to navigate dynamic market conditions, Britannia Industries stands out as a promising choice for investors seeking enduring value and growth in their portfolios.

Apart from Nestle India stock, there are other stocks which are part of the Nifty 50 index. Read this blog  All About NIFTY50, Components of NIFTY50, and How to Invest in it .

Happy Investing!!

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CASE STUDY – HOSPITALITY | BRITANNIA HOTEL

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ABOUT THE PROJECT

The historic Britannia Hotel in Trondheim, Norway, is welcoming guests once again after a three-year, top-to-bottom renovation. Built in the late 1880s, the Britannia is the city’s oldest hotel and has served as a primary hospitality hub for almost 150 years. The five-star hotel is a member of the prestigious Leading Hotels of the World, features six restaurants and bars, a spa and fitness center, conference facilities, and 257 guest rooms. The renovation transformed the hotel to meet modern expectations while maintaining the historic character of the building. Early on in the project, hotel management knew that updated audio throughout the hotel would be critical to creating an exceptional experience for guests. They needed an audio solution that would create a welcoming and comfortable experience and also integrate seamlessly, supporting the hotel’s unique aesthetic and historic charm.

THE BOSE PROFESSIONAL SOLUTION

Bose Professional partner Kinly provided the Britannia with a comprehensive audio solution that supports the overall guest journey and creates a unique identity throughout the hotel. The installation included a wide variety of Bose Professional loudspeakers selected both for their sound quality and ability to blend into the hotel’s various spaces. The Britannia’s new sound system includes Bose Professional FreeSpace loudspeakers, EdgeMax in-ceiling loudspeakers, the Panaray MSA12X digital beam-steering loudspeaker, and RoomMatch Utility loudspeakers. Kinly also installed Bose Professional PowerMatch amplifiers and ControlSpace processors to complete the system.

PARTNER: Kinly

With offices across three continents and over 500 clients spanning 120 countries, Kinly provides secure and flexible A/V solutions all over the world. The Kinly team has extensive experience designing solutions for spaces big and small. Delivering on their promise of “Working together. Everywhere.” they provide seamless and reliable solutions, building A/V systems that support the modern, connected lifestyle.

“The total Bose Professional audio solution at Britannia gives the hotel a unique flexibility, allowing the hotel to be equipped for future concepts and allowing the solution to live as part of the dynamic environment of the hotel. It is quite unique that we did not find ourselves in a situation that Bose Professional’s product portfolio could not solve.”

— Tony Moflag System Designer, Kinly

Britannia Hotel Case Study

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Rosatom Starts Life Tests of Third-Generation VVER-440 Nuclear Fuel

• 16 June, 2020 / 13:00

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For the first time Rosatom Fuel Division supplied fresh nuclear fuel to the world’s only floating nuclear cogeneration plant in the Arctic

The fuel was supplied to the northernmost town of Russia along the Northern Sea Route.

The first in the history of the power plant refueling, that is, the replacement of spent nuclear fuel with fresh one, is planned to begin before 2024. The manufacturer of nuclear fuel for all Russian nuclear icebreakers, as well as the Akademik Lomonosov FNPP, is Machinery Manufacturing Plant, Joint-Stock Company (MSZ JSC), a company of Rosatom Fuel Company TVEL that is based in Elektrostal, Moscow Region.

The FNPP includes two KLT-40S reactors of the icebreaking type. Unlike convenient ground-based large reactors (that require partial replacement of fuel rods once every 12-18 months), in the case of these reactors, the refueling takes place once every few years and includes unloading of the entire reactor core and loading of fresh fuel into the reactor.

The cores of KLT-40 reactors of the Akademik Lomonosov floating power unit have a number of advantages compared to the reference ones: a cassette core was used for the first time in the history of the unit, which made it possible to increase the fuel energy resource to 3-3.5 years between refuelings, and also reduce the fuel component of the electricity cost by one and a half times. The FNPP operating experience formed the basis for the designs of reactors for nuclear icebreakers of the newest series 22220. Three such icebreakers have been launched by now.

For the first time the power units of the Akademik Lomonosov floating nuclear power plant were connected to the grid in December 2019, and put into commercial operation in May 2020. The supply of nuclear fuel from Elektrostal to Pevek and its loading into the second reactor is planned for 2024. The total power of the Akademik Lomonosov FNPP, supplied to the coastal grid of Pevek without thermal energy consumption on shore, is about 76 MW, being about 44 MW in the maximum thermal power supply mode. The FNPP generated 194 million kWh according to the results of 2023. The population of Pevek is just a little more than 4 thousand, while the FNPP has a potential for supplying electricity to a city with a population of up to 100 thousand people. After the FNPP commissioning two goals were achieved. These include first of all the replacement of the retiring capacities of the Bilibino NPP, which has been operating since 1974, as well as the Chaunskaya TPP, which has already been operating for more than 70 years. Secondly, energy is supplied to the main mining companies in western Chukotka in the Chaun-Bilibino energy hub a large ore and metal cluster, including gold mining companies and projects related to the development of the Baimsk ore zone. In September 2023, a 110 kilovolt power transmission line with a length of 490 kilometers was put into operation, connecting the towns of Pevek and Bilibino. The line increased the reliability of energy supply from the FNPP to both Bilibino consumers and mining companies, the largest of which is the Baimsky GOK. The comprehensive development of the Russian Arctic is a national strategic priority. To increase the NSR traffic is of paramount importance for accomplishment of the tasks set in the field of cargo shipping. This logistics corridor is being developed due regular freight voyages, construction of new nuclear-powered icebreakers and modernization of the relevant infrastructure. Rosatom companies are actively involved in this work. Rosatom Fuel Company TVEL (Rosatom Fuel Division) includes companies fabricating nuclear fuel, converting and enriching uranium, manufacturing gas centrifuges, conducting researches and producing designs. As the only nuclear fuel supplier to Russian NPPs, TVEL supplies fuel for a total of 75 power reactors in 15 countries, for research reactors in nine countries, as well as for propulsion reactors of the Russian nuclear fleet. Every sixth power reactor in the world runs on TVEL fuel. Rosatom Fuel Division is the world’s largest producer of enriched uranium and the leader on the global stable isotope market. The Fuel Division is actively developing new businesses in chemistry, metallurgy, energy storage technologies, 3D printing, digital products, and decommissioning of nuclear facilities. TVEL also includes Rosatom integrators for additive technologies and electricity storage systems. Rosenergoatom, Joint-Stock Company is part of Rosatom Electric Power Division and one of the largest companies in the industry acting as an operator of nuclear power plants. It includes, as its branches, 11 operating NPPs, including the FNPP, the Scientific and Technical Center for Emergency Operations at NPPs, Design and Engineering as well as Technological companies. In total, 37 power units with a total installed capacity of over 29.5 GW are in operation at 11 nuclear power plants in Russia. Machinery Manufacturing Plant, Joint-Stock Company (MSZ JSC, Elektrostal) is one of the world’s largest manufacturers of fuel for nuclear power plants. The company produces fuel assemblies for VVER-440, VVER-1000, RBMK-1000, BN-600,800, VK-50, EGP-6; powders and fuel pellets intended for supply to foreign customers. It also produces nuclear fuel for research reactors. The plant belongs to the TVEL Fuel Company of Rosatom.

Rosatom obtained a license for the first land-based SMR in Russia

On April 21, Rosenergoatom obtained a license issued by Rostekhnadzor to construct the Yakutsk land-based SMR in the Ust-Yansky District of the Republic of Sakha (Yakutia).

ROSATOM and FEDC agree to cooperate in the construction of Russia's first onshore SNPP

ROSATOM and FEDC have signed a cooperation agreement to build Russia's first onshore SNPP in Yakutia.

Rosatom develops nuclear fuel for modernized floating power units

Rosatom has completed the development of nuclear fuel for the RITM-200S small modular reactor designed for the upgraded floating power units.